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Advertiser Critical Mass
Brand European Wax Center

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Media Type Digital

About Critical Mass

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London.
What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.
We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).
No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.
We’re Critical Mass, but our friends call us CM. Please call us CM. 

Latest News

Critical Mass Named Digital AOR for Phonak

Agency Critical Mass has been named digital agency of record for Phonak, which is one of the largest hearing solution brands in the world. 

Critical Mass will work closely with Phonak to drive digital transformation for a global family of properties based around the needs of consumers, health care providers, and other key audiences.  

More than ever, healthcare-focused brands like Phonak must have best-in-class digital experiences that make it easy to quickly find the right information, insight and next-steps. Hearing solutions constantly evolve, consumers and healthcare providers often have new options they don’t know about, and healthcare is invariably complex. Critical Mass, regarded as a perennial leader in digital interaction design and user experience design, is tasked with helping Phonak use deep-level insight, digital strategy, UX, art direction, AEM platform expertise, and data science to ensure a far more intuitive, highly personalized experience for everyone that visits a Phonak digital property—one that is also accessibility-first.  

“Phonak is tangibly improving people’s lives, and we’re excited to work with a brand that so clearly reflects our values. It’s a chance to create meaningful experiences and impact,” said Chris Gokiert, CEO of Critical Mass. “We’re looking forward to bringing our digital and design capabilities to continue growing a brand we fully believe in.” 

As such, Phonak is committed to its mission of creating state-of-the-art hearing solutions that change people’s lives to be active and thrive mentally, socially and emotionally. 

“Hearing well is essential to living life to the fullest,” said Jon Billings, VP Phonak Marketing. “Each of our consumers has a unique experience with hearing loss, so a personal and meaningful experience with our brand is crucial. Critical Mass is a leader in the digital and technology space, and we’re excited to partner with them to better people’s lives.”  

In the near-term, Critical Mass will be tasked with building a B2C and B2B web experience for the brand. They will also lead a site consolidation and AEM platform migration. This digital AOR appointment comes on the heels of 16 client wins for Critical Mass in 2021 across sport, technology, auto and health industries. 


About Critical Mass

Critical Mass is a digital marketing and experience design agency with a relentless focus on the customer. Founded in Calgary in 1996, the agency has steadily expanded into a group of over 1,100 people working in 11 offices across North America, Europe, Asia, Latin America, and South America. For over two decades, Critical Mass has used design thinking, emerging technology, and customer empathy to drive engagement, loyalty, and business results for clients. Their expertise spans Strategy Consulting, Experience Design, Marketing Communications, Implementation, and Marketing Science. Critical Mass is a part of the DAS Group of Companies.


About Phonak 

Headquartered near Zurich, Switzerland, Phonak, a member of the Sonova Group, was created in 1947 out of a passion for taking on the most difficult hearing challenges. Seventy years later, this passion remains. As the industry’s leading innovator, we offer the broadest portfolio of life-changing hearing solutions. From pediatric to profound hearing loss, we remain committed to creating hearing solutions that change people’s lives to thrive socially and emotionally. We believe in creating a world where ‘Life is on’ for everyone.


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